Belinda Everingham, founder of BONDI WASH, is the creative force behind WASH WILD. A love of nature, combined with a desire to create gentle, natural and affordable alternatives to home and body products, motivated Belinda Everingham to create WASH WILD. Following the success of its more premium sister brand, BONDI WASH, Belinda wanted to create a range that was more accessible, available in supermarkets, but still truly natural with high-quality ingredients.

The Beginning of a Dream

Belinda's entrepreneurial spark ignited in her mid-20s when she toyed with the idea of launching a swimwear brand. But, life happened. Busy with studies and navigating her career, the timing just wasn’t right. Fast forward to her early 40s, she found herself growing weary of strategy consulting. One day, after using a conventional cleaning product and getting a headache, she had a lightbulb moment: if it made her feel unwell, what was it doing to the environment and kids?

This realization led her to explore the possibility of creating natural products that were both gentle on the earth and safe for families. Her inspiration blossomed during a holiday in Queensland in 2012 while reading the book "Perfume" and visiting local fruit farms. She envisioned a brand that could capture the essence of Australia through its native oils.

From Idea to Reality

With the final pay from her last consulting gig, Belinda secured $25,000 to kickstart her venture. Armed with the internet and a passion for experimentation, she started mixing oils like eucalyptus, peppermint, and tea tree in her kitchen. For about six to nine months, she played around with different formulations, inviting friends over to test her creations. It was a true labor of love.

As her passion project grew, she knew she needed professional help. Finding a manufacturer in Melbourne willing to take a gamble on her ideas, she began scaling up her production. Belinda personally crafted the first 750 bottles in her kitchen, blending her unique oils with the manufacturer’s base formula. Once she was ready to place larger orders, they took over the production process.

The Launch Strategy

Belinda focused heavily on product quality and the captivating scents of her natural formulations. In an organic twist of fate, her kids shared her samples on Instagram, catching the eye of a local boutique owner. This partnership helped her launch in a charming way, highlighting that sometimes, all it takes is one retail connection to open the doors to more.

Within her first year, Belinda garnered interest from around 500 retailers just by establishing her brand in those initial two locations. She understood the importance of brand representation and was selective about where her products were featured, ensuring they would be showcased in a way that aligned with her vision.

Going Global

Launched in November 2014, Bondi Wash took off quickly. By January, they were exporting to New Zealand, and six months later, Belinda was making connections in Hong Kong. She emphasizes the power of building long-term relationships in business and the significance of kindness in every interaction. “Doing the right thing at every stage is our philosophy,” she says. This approach builds a brand that people love, fostering supplier relationships that can weather tough times.

Embracing Challenges

Belinda candidly shares that challenges are part and parcel of running a business. “I used to get upset when things went wrong, but I’ve learned to expect them,” she reflects. A notable setback occurred when she launched an antibacterial hand spray during the early days of SARS in Hong Kong. After producing it in mass quantities, she discovered a flaw in the packaging that led to a costly recall. This experience taught her the importance of rigorous testing before launching a product.

The Birth of Wash Wild

In 2014, Belinda had a lightbulb moment again. With 500 unanswered emails sitting in her inbox, she realized there was a gap in the market for a more accessible brand that wasn’t so precious about its image. She developed the concept for Wash Wild, a range that was pragmatic yet potent, combining native oils in a way that offered affordability without sacrificing quality.

Approaching Woolworths before the official launch was strategic. Belinda knew that securing a partnership with a big retailer could make or break the brand. Despite initial disinterest, she persevered, and when they reached out about Bondi Wash, she leveraged that connection to get Wash Wild into stores as well.

Navigating Funding Challenges

Belinda’s experience with capital raising highlights the unique challenges women entrepreneurs face. She notes that the struggle to secure funding in Australia can be significantly harder for women, particularly in industries like hers. After her first boss stepped in to help refine her pitch deck, she successfully raised around $3 million to support both businesses. This funding was a game changer, allowing her to manage cash flow and expand into new territories.

She also mentions the importance of government grants like the EMDG, which can provide much-needed support for businesses looking to scale and export.

Marketing in a Changing Landscape

Marketing today is tough. Belinda shares that discoverability on platforms like Instagram has waned, and traditional print media is on the decline. Most of their customers found them through retail experiences where they could connect with the product firsthand. To build a customer database, she emphasizes the power of samples, providing mini products to encourage exploration and brand loyalty.

Collaborations with like-minded brands have also proven successful. By sharing audiences and philosophies, they create meaningful marketing partnerships. Belinda encourages others to be strategic with influencer marketing, prioritizing long-term relationships with individuals who genuinely align with the brand.

Final Thoughts

Belinda Everingham’s journey from a casual idea to creating successful brands is a testament to resilience, passion, and community. As she advises future founders, “Don’t glamorize the process; it’s going to require hard work, energy, and time.” Building a brand takes dedication, but with the right mindset and support, the rewards can be incredible. Cheers to the bold and fearless entrepreneurs out there—may you find inspiration in Belinda’s story and continue to chase your dreams!